Keyword research, also referred to as SEM research, is an activity commonly practiced by search engine optimization professionals to identify and track keyword searches that clients enter into search engines for particular products, services or information. The process of analysing the keywords chosen by the client can then be utilised by the SEO expert to improve rankings for specific keywords within the client’s website.
To conduct relevant keyword research it is essential to establish a standard and objective list of potential keywords that a client will want their website to rank for in Google, Yahoo, MSN and other major search engines. It is important to ensure that the list is up-to-date and represents the latest trends within the market, as many online businesses can make changes to their websites quickly and so miss out on any relevant traffic. A good research list can also help to determine what the search engines are searching for on a daily basis, which is vital to improving a website’s ranking in search results.
Keyword research should focus on keywords that are not too competitive with other websites, but at the same time are highly targeted towards the market. Many SEO experts advise against using the word ‘keyword’ itself within a keyword research document. Instead, it is better to use phrases such as’search terms’, ‘keyword phrases’ or ‘keyword combinations’. This allows the expert to analyse the keyword phrase or keyword combination and find out whether or not it is being used by people who are actually searching for the product or service being marketed.
There are several ways in which a keyword research document can be made more effective, such as making sure that all words within the document are relevant to the audience the keyword is aimed at. One of the biggest issues that most SEO’s have faced is when they have created a keyword research document which has keyword phrases that are too similar to other words in the search engine.
Keywords that are too close to other keywords in the document could mean that these keywords will appear in the search results, which is very undesirable. As well as this, the search engines may choose to ignore keywords that are too similar to each other. If one of the keywords is used in a sentence other than an introduction or first sentence then it could be viewed negatively by the search engines. In addition, if the phrase is repeated within the body of text then it will also count against a keyword’s relevancy.
Search engine optimization is not just about optimising the number of links pointing to your site, although this is of paramount importance when it comes to getting more visitors to your site, but it also involves increasing the number of organic traffic. This means that you must be able to target specific keywords that are highly relevant to the audience or the type of product or service that you offer.
Once you have identified relevant keyword phrases that you believe will have a high likelihood of being used by people searching for your specific product or service, then you should then conduct keyword research to see what the competition is doing. It is always a good idea to target the phrases within your website which are being used more frequently by the people who visit the site and try to find keywords that are relevant to your business or product. Once you identify these keywords, you should use these keywords within your SEM research document and ensure that they are relevant to the content on your site.
Search engine optimisation is an ever changing field, and one that changes over time, and with this in mind it is advisable to always keep up with the latest trends and techniques which are being used by the search engines to rank websites. This is particularly true when it comes to keyword research, as this is the only real way to increase your ranking in the Google search engine. or Yahoo, MSN and others.